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Reconnecting Australians with lamb
The highly anticipated summer lamb campaign is launching in January and will set out to remind Australians about the joys of reconnecting over a tasty lamb meal.
Building on the ‘Share the Lamb’ message from previous campaigns, it aims to bring Australians together – face-to-face – and rekindle their love for our national dish.
The challenge
Lamb consumption continues to be challenged by high retail prices, as well as the consumer perception that it’s difficult to cook and lacks ‘everyday convenience’. With the rise of quick and easy food delivery apps and home-delivered meal kits, Australians are spending less time cooking quality meals together and are becoming more disconnected than ever before.
The consumer insights
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The solution
The summer lamb campaign will demonstrate the importance of coming together and sharing quality connections over a lamb meal.
The long-form advert will launch on 12 January along with other TV, digital, social media, outdoor and radio activity to keep lamb top of mind and drive consumers’ purchasing decisions.
Point-of-sale material including posters, recipe booklets and bunting will feature easy summer recipes to remind retail customers of lamb’s versatility and suitability for any occasion.
More information:
Anna Sharp
MLA Brand Manager – Lamb
E: asharp@mla.com.au